launch & lead generation for outdoor tech startup brand
the brand
KitUp is a peer-to-peer rental platform for outdoor sports kit and aims to support the circular economy by allowing users to rent bikes, paddle boards, surfboards, ski gear, trail/hiking equipment and snowboarding equipment directly from others.
We began working with KitUp in early 2022, in their earliest phase of brand development. While seeking investment for their startup, KitUp aimed to prove interest in the concept and build a marketing database for future use when they were ready for an official, investment-backed launch.
Today, KitUp is a rising brand in the outdoor sports space, with interest from a wide target market inclusive of individuals at all levels.
the goal
The aim when working with KitUp Adventures was to drive as much visibility of the brand as possible. On a limited budget and looking at a blank canvas for content, we had complete ownership of the creatives and were able to develop the content strategy from the ground up.
KitUp is all about community, so we were largely focused on creating a space that social users would want to visit and return to for information, guidance, advice and future tips. With sustainability at the core, we also aimed to focus a significant amount of content on the environment and how KitUp’s mission aligned with the circular economy and global sustainability initiatives.
Finally, and most importantly, we looked to drive pre-launch registrations ahead of the official launch planned for 2023, whilst decreasing the overall CPL.
the approach
After completing a brand and content audit we compiled a variety of creatives to target the different content pillars that would lay the foundation for KitUp Adventures promotions.
As we already had some data from previous Paid Social activity, we used this to feed into our overall strategy and enhance it with new creatives and copy to optimise results. The Paid Social campaign became the forefront of driving pre-launch sign ups, and is still utilised today as the main driver of registrations on the platform. Upon launching, we worked on the email marketing strategy to engage pre-launch subscribers, as well as a Paid Social campaign to drive listings and eventually transactions following launch.
Throughout all this activity, we leveraged an organic strategy that would focus more on community-building, launching a ‘KitUp Kindness’ campaign working with charities and engaging influencers and brand partnerships to drive increased organic visibility alongside paid social activity. Overall, this was successful in converting profile visitors and showcasing the values behind KitUp.
In 2023 we launched the KitUp app, running an integrated Organic Social, Paid Social & Email Marketing campaign to encourage downloads amongst existing platform users as well as drive awareness amongst new potential users.
Today, we have over 2500 users on the platform and KitUp continues to grow, with new users, listings and transactions every day.
5000
+
pre-launch registrations
59
%
decrease in cost-per-lead
3.5
m
impressions on social media
216
%
increase in Instagram followers
BRUCE LEISHMAN - FOUNDER AT KITUP ADVENTURES
Skala Digital have been fantastic supporting our company over the last 8 months. Their insights, content creation and ability to bring us up to speed on digital marketing has been on point. We are in a much better place both as a company and as founders, having had their guidance.
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